Defining corporate communicationDefining corporate communication

Corporate communication (CC) is a complex and distinctive management discipline, which here refers to public relations management incorporating all strategic and managerial functions of communication in light of corporate identity, image, reputation, crisis and risk, and marketing communication.

CC is an area of both professional practice & theoretical inquiry – missing link

Theories/concepts – Theories/concepts – Corporate communicationCorporate communicationsocio-economic theories focusing on knowledge

and intelligence have become the top assets of successful organisations (Cornelissen, 2004).

corporate communication was originally developed from the theory of management decision making (Vercic & Grunig, in Moss et al, 2003).

Imperative concepts - Corporate Imperative concepts - Corporate communicationcommunicationAn excellent organisation should have

multiple goals concerning intangible aspects such as managing trust of organisation, cultivating social responsibility and developing strong relationships between an organisation and its public.

It is important for today’s communication scholars and practitioners to view corporate communication as the contemporary profession described by Kultgen (1988)

Imperative concepts - Corporate Imperative concepts - Corporate communication 2communication 2‘Professionalisation’ is very important for

certain management functions such as corporate communication, as without interference from a regulatory body, corporate sins will be practised in the corporate world and this poses a threat to a civil society.

it remains a huge challenge for working academics and practitioners to view corporate communication as a ‘true profession’ by moving towards a management science. 

Broom’s 4 CC roles1. Communication technician role

Preparing & producing com materials 2. Expert prescriber role

Play alone as ‘expert’ - authority3. Communication facilitator role

Serve as liaison, interpreter, & mediator4. Problem solving process facilitator role

Play active part in strategic decision making

Dozier advanced CC roles1. Communication technician

Focus on activities such as writing com materials; editing texts; producing brochures; doing media contacts & placing press releases.

2. Communication managerEnacting the manager role make strategy or

policy decisions.Involving in management decision making &

strategic decisionsProducing ‘corporate communication

managerialists’ (Abdullah, Z. 2007) or ‘renaissance communicators’ (Neimann, 2005) rather than communication technicians.

there is a dire need for the corporate communication discipline to move from propaganda and publicity to smart relationships, negotiations, partnerships and mutual understanding between an organisation and its public.

Kitchen et al. (1997) recommended a ‘perception management’ in corporate communication as a way of building a good reputation in order to develop a win-win situation between an organisation and its strategic constituencies

Perception management here referred to the use of management concepts rather than relying merely on conventional communication theories; and interactive communications rather than one-way communication.

focuses on pluralistic societies, specifically strategic constituencies such as employees, advertisers, government, investors, suppliers, legislators, and communities rather than a single public; and long-term strategic relationships rather than ad hoc publicity or free advertising.

understanding the complexity of cultural diversity (White & Mazur, 1995), which is a part of developing good management, is essential for global communication practitioners

all communication practitioners are living and working in a global village where there are different aspects and patterns of multicultural societies in regions such as Asia, the Middle East, America, and Europe

Beyond media relationsL’Etang (2004) also asserted that possessing

journalistic skills alone is not enough to practise excellent corporate communication

Press officer – media relations onlyCC practitioners – media relations; strategic

counsel; crisis managementCC – focuses on strategic management &

corporate governance

Prototype Research instrumentsEdelman’s Annual Trust Barometer,

managing trust for corporations in Asia, especially in China - best practice in corporate communication

http://www.edelman.com/events/Trust/startwm.html Hill & Knowlton’s Corporate Reputation

Watchwww.hillandknowlton.com/crw

Steyn’s communication strategyDigital communication (web strategy)

http://www.globalpr.orghttp://comproa.digitalmgmt.com/GAdmsWeb/index.htm

Major audiences In-house practitioners

Public & corporate sectorsDivision of CorpCom/Corporate Affairs/Corporate

Relations/Public AffairsConsultants

Eric White in 1965.CC/PR agencies; PRTech firmsEvent management; media; branding; reputation

AcademicsLocal – UPM, UKM, USM, UITM, UMGlobal – Univ. of Maryland (James Grunig); Leeds

Business School; Manchester Univ.; Henley Management College; Cardiff Univ.; Slovenia

SCL-Problem Based ActivityYou are working for a service corporation in

Kuala Lumpur for more than 5 years as a communication executive. The board has decided that you will be promoted to be Manager of Corporate Communication who leads a business unit such as event management and media relations.

In recent situation, a global Public Relations firm has offered you to be a senior consultant in Kuala Lumpur. You will be assigned to work with a highly experience PR consultancy team to deliver great services to a number of corporate clients.

So ask yourself: What should I do?